CHAPTER 2 : LITERATURE REVIEW 7
2.1 Introduction 7
2.2 Malacca As Tourist Destination 8
2.2.1 Malacca As The Heritage City 9
2.2.2 Malacca As The Mixture Of Cultures City 11
2.2.3 Malacca As Green Technology City 12
2.3 Branding And City Branding 14
2.3.1 City Brand Identity 16
2.3.2 Importance Of Strong Brand 17
2.3.3 City Brand Image And City Brand Awareness 19
2.4 Success Factor Of City Branding 20
2.5 Theoretical Framework Of The Study 22
CHAPTER 3 : RESEARCH METHODOLOGY 23
3.1 Introduction
23
3.2 Research Design 24
3.3 Methodological Choices 24
3.4 Research Strategy
26
3.5 Sampling Design 27
3.6 Data Collection Procedures 27
3.7 Pilot Test Of The Questionnaire 28
3.8 Reliability And Validity Of Data 29
3.9 Data Analysis Technique 29
CHAPTER 4 : RESULT, FINDING AND DISCUSSION 31
4.1 Introduction
31
4.2 Findings And Discussion 31
4.3 Reliability Analysis 32
4.3.1 Cronbach’s Alpha 33
4.4 Validity Analysis 33
4.4.1 Validity for Pilot test 34
4.5 Pearson Correlation Analysis 36
4.6 Respondent Profile 38
4.6.1 Gender 38
4.6.2 Nationality 39
4.6.3 Age Range 40
4.6.4 Income 41
4.6.5 Travel Frequency To Malacca 42
4.6.6 Postioning Of Malacca 43
4.6.7 Intention Of Visit 44
4.6.8 Sources Of Information 45
4.7 Assessment Of Expectation Vs. Satisfaction Of Tourist 46
4.8 Cross Tabulation 48
4.8.1 Frequency Of Travel To Malacca Nationality Crosstabulation 48
4.8.2 Positioning Of Malacca Nationality Crosstabulation 49
4.8.3 Intention Of Travel To Malacca Nationality Crosstabulation 50
4.9 Multiple Regression Analysis Mra 51
4.10 Hypothesis Testing 53
4.10.1 Summary of hypothesis testing result 56
CHAPTER 5 : DISCUSSION, CONCLUSION AND RECOMMENDATION 57
5.1 Introduction 57
5.2 Discussion On Research Objectives 57
5.2.1 Existing Brand Identity Of Malacca 58
5.2.2 Comparison Analysis Between Tourist Expectation And Satisfaction Level Of The Brand Identity Attributes
59 5.2.3 Malacca Brand Image On Tourist Respond
60 5.2.4 Relationship Between Success Factor Of City Branding And
Intention Of The Tourist Visit To Malacca 61
5.3 Limitation Of The Study 62
5.4 Conclusion 62
5.5 Recommendation For Future Research 63
BIBLIOGRAPHY 65
APPENDICES
68
LIST OF TABLE
TABLE TITLE
PAGE 1.1
Defination of city branding 15
3.1 The Difference Of Qualitative Research And Quantitative Research 25
4.1 The Cronbach’s Alpha Coefficient Range And
Strength Of Association 32
4.2 Reliability Test of All Variables
4.3 Table for pilot test for 30 respondents
34 4.4
Correlation coefficient between each variable 36
4.5 Model Summary of MRA
52 4.6
Simple Regression of City Branding Architecture has effect on Success Factor of City Branding
53 4.7
Simple Regression of City Branding Identification has effect on Success Factor of City Branding
56 4.8
Simple Regression of City Branding Communication has effect on Success Factor of City Branding
58 4.9
Simple Regression of City Branding Architecture has effect on Success Factor of City Branding
60 4.10
Result of Summary of Research Hyphothesis 62
LIST OF FIGURE
FIGURE TITLE
PAGE 2.1
Theoretical Framework Of This Research 22
4.1 Respondent;s gender
39 4.2
Respindents Nationality 39
4.3 Respondent age
40 4.4
Respondent Income 41
4.5 Travel frequency to Malacca
42 4.6
Respondent positioning of Malacca 43
4.7 Intention of visit
44 4.8
Sources of information 45
4.9 Result of Expectation Vs Satisfaction of Tourist
46 4.10
Frequency of travel to Malacca vs Nationality Crosstabulation 48
4.11 Positioning of Malacca vs Nationality Crosstabulation
49 4.12
Intention of travel to Malacca vs Nationality Crosstabulation 50
LIST OF ABBREVIATION AND SYMBOLS
ABBREVIATION SYMBOLS
FPTT Faculty of Technology Management and
Technoprenership
H Null Hyphothesis
H
1
Alternative Hyphothesis
IV1 City Branding Architecture
IV2 City Branding Identification
IV3
City Branding Communication
IV4 City Branding Positioning
UTeM Universiti Teknikal Malaysia Melaka
UNESCO United Nations Educational, Scientific and
Cultural Organization
LIST OF APPENDICES
NO TITLE
A Questionnaire
B Results of Descriptive Statistics of Respondent
C Cross Tabulation
CHAPTER 1
INTRODUCTION
The purpose of this chapter is to provide an insight of the research scope, as an introduction to the topic. Due to accomplish this task, the research background, objective
and organization are outlined.
1.1 Introduction